defrag conference 2015: from dinosaurs to unicorns; a new kind of customer engagement

From Dinosaurs to Unicorns: A New Kind of Customer Engagement

Hi, I ’m Aaron with

A new kind of customer engagement that’s content driven

Clever dinosaurs and most unicorns are employing this to disrupting their markets

Here’s Our Discussion

How Did We Discover This Opportunity?

Then We Built An Open Source Project.

The Path to Expert

Skill

Time

Newbie

Meh

Kicking Ass Threshold

Suck Threshold

Getting to the “Kick Ass” Threshold


Skill

Time

Newbie

Meh

About where most quit Suck Threshold

Accelerating Newbs to Ninjas

Skill

Time

Ninja

Newbie


Suck Threshold

Visual Example of Ninja

This was a shameless r ip-off of Kathy Sierra (who is super awesome).

Macro Trends

Revolution and Evolution

Pre-Industrial RevolutionNo separation between customer and craftsman

Industrial RevolutionAdvent of the distribution network

Return to the CraftsmanFaster production cycles and direct connection to SME’s/craftsmen

Mid-market companies use on average between 300-400 cloud apps

The subscription model is infecting all industries

Requires an emphasis on customer success (experts)

Create meaningful connection and understanding

The Subscription Economy

Mobile (duh)

Buyers. Customers. Field Service.

Internet of Things and M2M

IoT will make the mobile wave look like AOL

Microservice based microcontent and context is required

Interesting Numbers

Preference and Growth of Customer Service Channels

Preference and Growth of Customer Service Channels

71% in 2013 Study by Forrester

Online Self Service Is Now The MOST Prefferred Channel

76% in 2015 Study by Forrester

A CEB study of more than 1,400 B2B customers across many industries revealed that:

57% of a typical purchase decision is made before a customer even talks to a supplier.

2005: 30% of buyers report educating online before buying

2013: 80% of buyers report educating online before buying

$Customer Due Diligence Begins Customer’s First Contact

With SupplierCustomer Purchase

Decision

57%

Self-Service Impacts Buyers

94% of buyers self-educate online

72% of buyers will not engage vendors that don’t supply docs and post-sale content

92% of buyers rely principally on search engines to find this content.

More Numbers, More Numbers…

Relevant Content Is pre-Internet blogs and in pre-mobile tech.

So, we phone the call center

or submit a ticket

$!(*@

Assisted Support Creates Disloyalty Customers Requiring Agent Interaction

4 times more likely to leave disloyal than loyal

Harvard Business Review July 2010 CEB 2013

More Loyal

Less Loyal

1.00x

3.97x

Companies build manageable fiefdoms and busy themselves

optimizing their machines.

Content is Inside-Out: Serving Internal Departments

Product Stages Departments Content Types

Create & Package

Market

Execute

Train

Support

Renew / Sell

Sell

• Engineering• Product management• Subject Matter Experts• Technical Communication

• Product manuals• In-product contextual

help• Editorials– best

practices• Product management• Product marketing

• Sales engineer• Technical sales reps

• Client services• Partners• Integrators

• Customer success• Subject matter experts• eLearning• Training

• Customer support

• Account management

• Product technical videos• Technical sales sheets and marketing• Competitive differentiators• Samples created during sales cycle to validate

product• Customer configurations• Workflows and technical use cases

• Specifications

• Release notes

• Known issues

• Implementation documentation• Partner information • Customer configurations and samples

• Training materials• Best practices• How-tos and tutorials

• Closed cases• Knowledge base • Customer Insights – product usage and customer

value• Same as Sell and Implement phases

These machines are

great at eating cash.

We’ve already paid for the docs, KBs, FAQs and

training materials.

Empathize with the buyer and customerCentralize

Microservices serving behavior and microcontentGet fancy with machine learning

Lower effort for experts to contributeLayer across the customer journey

Lowers effort for buyer and customer to become experts Sift user events stream and tie to customer recordReport and Optimize

Going Outside-In

This Is Outside-In Help Content

GOOGLE SEARCH (SEO)

SALES CUSTOMER RELATIONSHIP

MANAGEMENTONBOARDING / TRAINING

/IMPLEMENTATIONIN-PRODUCT CONTEXTUAL

HELP

SUPPORT CHANNELS

ACCOUNT MANAGEMENT/RENEWAL

SUCCESSCENTER

Buyer Self-Education.Customer Self-Service.

Agent Enablement.Field Service / Distribution Network.

Content becomes the nervous system of your buyer and customer

channels.

• Content maps by industry, persona and stages• Geographic, demographic and pyschographic data related to products

and features

We just converted three+ cost centers

Into a revenue generation engine.

Self-service, Agent Enablement and Field Service that Generates Revenue

• 76% of customers prefer self-service• 60-90% increase in deflection• +10 - +20 Net Promoter Score

• 94% of buyers educate online• 2x-3x increase in web traffic • Understand buyer geographics and demographics

• Complete customer 360• Industry, persona and stage based content maps

• Improve sales conversion • The always on sales engineer

• Users into experts and promoters• Increases up-sell by 10%+

Convert Help Content Into Customer Engagement

3 Pillars of Customer Engagement Management

One to One

Large Enterprise

Small-Medium Enterprise



One to One

Large Enterprise



Many to Many


One to One

Large Enterprise


Small-Medium Business

Many to Many One to Many

Helping leading brands disrupt their industries since 2008.

Thanks.

www.MindTouch.com

And I’m [email protected]

defrag conference 2015: from dinosaurs to unicorns; a new kind of customer engagement

Software